Advertiser: SMOYZ/ HOGLA-KIMBERLY
Product/Service: KLEENEX
Agency: SMOYZ
Chief Executive Officer: Yael Linen Zuchman (Smoyz)
Account Manager: Michal Hanan (Smoyz)
Alternative Title: FEEL GOOD BY KLEENEX
Strategic Manager: Tzvia Keren (Smoyz)
Art: Liron Lousky (Smoyz)
Art: Liza Fomichov (Smoyz)
Account Manager: Maayan Elbogen (Smoyz)
Digital Marketing Director: Eran Sion (Hogla-Kimberly)
Brand Manager: Shira Altshuler (Hogla-Kimberly)
Media placement: Social Media Campaign - Facebook - 1 December 2011
Insights, Strategy & the Idea
Kleenex wanted to strengthen the winter 'Feel Good' concept and bond with its consumers in the offline world.
As winter arrives, people begin to feel under the weather…and catch a cold. We know that sick people want attention and care, so this setting created the perfect moment for an uplifting touch from Kleenex!
We realised that communicating with people when they are not in the best of health could be counterproductive.
Creative Execution
We used Facebook to discover 50 people who had published a post mentioning they were sick, had a cold, or were simply feeling ill.
We then sent them, by special delivery to their home address (which we obtained by asking mutual friends or simply by asking them for it through their Facebook inbox), a beautifully wrapped kit containing 'Feel Good' series Kleenex products, a cosy blanket, and a box of chocolate. We also added a personalised get well card that reflected their Facebook status.
Launching our move at the right time, together with perfect delivery, was a key factor in the success of this campaign. Constant 24/7 monitoring of Facebook was the most significant factor: the kits were delivered to people's doorsteps in an average of less than two hours from the time their Facebook post first appeared. It was obviously the best platform for us to conduct these activities.
Results and Effectiveness
100% of the people who had Kleenex Kits delivered to their homes posted an enthusiastic photo to Facebook, excitedly telling about the amazing surprise they had received and how they couldn't believe that someone had actually fulfilled their wish for attention. They also mentioned that using Facebook really helped them feel good.
Summary:
• 50 kits were sent—50 follow-up Facebook posts
• 650,000 impressions
• 1,800 interactions
This campaign created a huge amount of buzz and PR. What started off as a crazy idea, proved to be an innovative, buzz-creating digital campaign.